Marketing Cases from Emerging Multinational Enterprises (eMNEs)
National Brands Asserting Themselves on the Global Stage
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Beschreibung
Globalization has changed the world economic picture and emerging markets have developed very fast. Several multinational companies from emerging markets came to world arena and compete with big multinationals from developed countries. This book explores the ways in which emerging multinational enterprises (eMNEs) work to become competitive global brands. It explores eMNEs from industries such as airlines, banking, food distribution, automotive, and information technology. These cases are useful to researchers, scholars, students and practitioners interested in eMNEs, branding and emerging markets.
Globalization has changed the world economic picture and emerging markets have developed very fast. Several multinational companies from emerging markets came to world arena and compete with big multinationals from developed countries. This book explores the ways in which emerging multinational enterprises (eMNEs) work to become competitive global brands. It explores eMNEs from industries such as airlines, banking, food distribution, automotive, and information technology. These cases are useful to researchers, scholars, students and practitioners interested in eMNEs, branding and emerging markets.
Provides marketing cases from emerging multinational enterprises (eMNEs) Explores the ways in which eMNEs work to become competitive global brands Features case studies from industries such as airlines, banking, automotive, and information technology
Autor*in
Zafar U. Ahmed
Themen in »Marketing Cases from Emerging Multinational Enterprises (eMNEs)«
Emerging multinational enterprises (eMNEs) Building global brands Global brand competitive advantage Internationalization strategy Turkish Airlines